基于锁定效应的乡村旅游产业振兴路径

产业振兴是乡村振兴战略的核心内容,也是破题窗口,乡村旅游产业发展是践行“两山”理论、实现乡村富裕的有效实践。锁定效应是普遍存在的经济社会发展规律,为确保乡村旅游产业因地制宜、可持续发展,分析影响乡村旅游产业发展诸要素之间的关系,研究乡村旅游产业地域锁定机理,并尝试构建内部要素、外部环境综合作用的多重锁定机理框架。传统小农思想影响下,乡村的资源禀赋、运营管理、人才技术、村民参与、村集体战斗力、制度政策、市场需求等动力因素形成正反馈机制,使乡村旅游产业地域锁定效应不断强化。结合浙江磐安管头村旅游产业的认知锁定、市场锁定、旅游产品锁定、经营模式锁定特征,提出锁定市场专业化、反锁经营老龄化的服务质量提升路径,锁定产品差异化、反锁同质低质化的文化价值盘活路径,以及锁定模式统一化、反锁封闭个体化的共建共享共赢路径3条特色化路径,助力乡村旅游产业振兴和美丽乡村建设。

Rural tourism industry revitalization path based on the analysis of lock-in effects

Industrial revitalization is the core content and a breakthrough point of the strategy of rural revitalization. With the change of rural functions, leisure tourism, catering and accommodation, cultural experience, health care, and elderly care industries in rural areas not only can make use of the rural resources, but also can meet the needs of urban and rural residents and thus have become alternative paths to promote rural innovation and entrepreneurship, stimulate rural vitality, and broaden the channels for farming households to increase income. Speed up the transformation and upgrading of rural tourism industry and improving the consumption structure of rural tourists are not only an important starting point for the implementation of the strategy of rural revitalization, but also a major practice of "turning green mountains into golden mountains and silver mountains". As a common result of economic and social developments, the lock-in effect is gradually emerging in the development of rural tourism industry in China. In order to ensure the sustainable development of rural tourism industry in accordance with local conditions, this study examined the relevant theories and the development status of Chinese and international rural tourism industry. First, expert consultation and the analytic hierarchy process (AHP) methods were combined to determine the main control factors of the regional lock-in effect of rural tourism industry, analyze the relationship between the factors that affect the development of rural tourism industry, study the mechanism of the regional lock-in of rural tourism industry, and build a multiple lock-in mechanism framework of the comprehensive effect of internal factors and external environment. Under the influence of traditional small-farmer rationale, the dynamic factors of rural resources endowment, operation and management, talent and technology, stakeholder participation, capacity of village collectives, institution and policy, market demand, and other factors form a positive feedback mechanism, which continuously strengthens the regional lock-in effect of rural tourism industry. Based on the analysis of the positive and negative effects of multiple lock-in, Guantou Village, a typical rural tourism village in Jinhua City, Zhejiang Province, was selected as the case study area. In 2005, Guantou Village set foot on the road of rural tourism development based on the large-scale management of agritainment by relying on the scenic sites and providing supporting tourism infrastructure for these sites. Through the field survey of Guantou Village, in-depth interviews were conducted with different research subjects including farmers, ordinary villagers, village leaders, and tourists. In total there are 110 farmers and 3081 beds in the village at present. This study examined the characteristics of cognitive lock-in, market lock-in, tourism product lock-in, and business model lock-in of the tourism industry in the village, and made a comprehensive comparative analysis of other relevant cases. Finally, the article put forward three characteristic paths: the service quality improvement path of market specialization locking and disarding outdated operation; the cultural value activation path of product differentiation locking and discarding homogeneity and low quality, and the co-development, sharing, and win-win path of mode unification locking and discarding closed-up individualization, so as to facilitate the revitalization of rural tourism industry and the construction of beautiful countryside.